Marketing The Event 4.1 The Event
Standard Four • Students will assess the importance of event marketing and entertainment in sports.
Event Marketing Defined • Applying marketing principles to the marketing and promotion of an event. • May or may not be team oriented • Superbowl, NBA Finals, Stanley Cup Playoffs • May or may not be “mainstream” sports • X-Games, World Chess Championships • Movie Premier, Back to School Night
Event Marketing & Entertainment • Sports Properties • Types of Properties • VENUE – Stadium, Arena, Track, • LEAGUE • TEAM or CONFERENCE • ATHLETE, SPECIAL EVENT • Uses of Marketing range from ticket sales to seat design • Concert, Meeting, Conference…
EVENT MARKETING • Marketing of the Event • Entertainment Offerings • Dates, Times, Location • Special Offering: Back Stage Passes… • Advertising & Promotions • Social Media • Event Evaluations • Other
Event Components • Concessions • Merchandising Opportunities • For Event • For Sponsors • Seating • Personal Seat Licenses* • Luxury Boxes** • Season Ticketing*** • Staffing & Training • Social Media • Statistics • Follow Team/Player • Other
Brand • Brand: • A company’s identifying mark or logo
Branding • Leagues, Teams, Merchandise, and Events are often branded to aide in marketing efforts. • Branding: • a company’s or event’s efforts to develop a personality and make its products or services different from the competition. • Companies use different types of media including Social Media
Branding • Event Branding Opportunities • Naming, Event Offerings • Promotions and Co-Promotions • Sponsorship Opportunities • Merchandising Opportunities
SPORTSCAPE • Why is attending a game better than watching on TV? THE EXPERIENCE! • The use of the venue to make attendance to a game “more than just a game” • Atmosphere, Color, Music, Motion • Sights & Smells, Tradition, Architecture • All of these factors and many more shape the Fan’s perception of the event and his or her role in that event
Elements of Sportscape • Aesthetics • Music • Colors • Smells • Lighting • Motion • Concessions • Merchandise • Parking • Seat Comfort • Seat Access • Sponsor Marketing • In-Game Entertainment • Signage • Replay Screens ***These Four Elements generate income for your event!! Identify WHAT these are and WHAT THEY MEAN at an event
Event Evaluations Evaluations are on-going during an event Used to improve and manage offerings Typically conducted by management & staff
SWOT Evaluations • S = Strength • Things that went well, positive results • W = Weakness • Things that went poorly, room for improvement • O = Opportunities • Things/areas that can be improved, capitalized • T = Threat • Things which could become a problem, area of concern
Component Evaluations • Sales Evaluations • Ticketing, Season Ticketing, Packages • Fan Enjoyment Evaluations • Fan Reactions, Consumer Evaluations • Return On Investment • Repeat Purchases – Individuals & Corporate • Sponsorship Evaluations • Venue Evaluations • Capacity, Perceived Crowding, Entry, Exit
Return on Investment • Represents benefits of sponsors & advertisers for being involved in an event.
Standard 4.1 Projects ID Sports scape elements for venue/event Complete a SWOT Evaluation